JCPenney, the storied retailer, had become stale and unexciting. Business was declining. Enter Ron Johnson of Apple retail fame. His vision for JCP was designed to propel it into the 21st century and make it a relevant fashion and home destination once again. Johnson invited Michael Graves Design to create a gift shop within the store filled with unique, original, exclusive product offerings.
Our cross-discipline design process was a huge asset in creating the JCPenney retail experience. We controlled all aspects of the program from the design of the shop itself to the display fixtures, merchandise strategy, packaging, and product design. The JCPenney Michael Graves Design gift shop was designed to offer a completely new shopping experience for JCP customers.
The big idea: totally transform the JCP shopping experience from navigating crowded, overstuffed aisles of merchandise loosely organized by category, to a curated small shop experience with exceptional customer service. The Michael Graves Design shopping experience offered impeccably organized, color-coordinated products, beautifully displayed in our shop on shelves and tables within easy reach.
